Branding and archetypes: an analysis of Ayrton Senna’s representations in advertising

Abstract

This article analyzes how branding and archetypes are articulated in the construction of Ayrton Senna as a timeless brand. Using a qualitative approach, with the application of content analysis, four advertising campaigns broadcast in different decades are examined, having been responsible for consolidating and updating the driver’s legacy. The campaigns, developed by companies from different segments, highlight the symbolic permanence of Senna in the collective imagination over time. The analysis identifies a recurring activation of archetypes, especially the Hero and the Helper, associated with universal values such as courage, loyalty, overcoming challenges, and solidarity. These elements structure narratives that go beyond promotional logic, operating as devices for constructing meaning, belonging, and national identity. The results demonstrate that the Senna phenomenon functions as a symbolic pendulum between legacy and market, in which corporate brands and the athlete’s image mutually strengthen each other. More than just tributes, campaigns mobilize affective memories and cultural values, creating lasting emotional bonds. It can be concluded that the Ayrton Senna brand exemplifies the power of branding by converting memory into cultural and emotional value, maintaining its relevance and ability to inspire generations over the decades.